The members of AmCham EU see a huge amount of potential in RFID technology. Wider take up of RFID technology is expected to lead to efficiency gains throughout the supply chain, from manufacturing to logistics, and from distribution and stock management to brand protection at retail stores. As developers, users and supporters of this technology they want to see an environment in which the technology can flourish. AmCham EU members recognize that there have been questions regarding the privacy implications of RFID technology.